The Power of Nostalgia: Celebrities' Brand Love and Its Effects on Consumer Behavior

This study examines the interplay between attachment to retired athlete celebrity Valentino Rossi and sports nostalgia, investigating their impact on consumer behaviour. Using the brand love framework, we explore how two types of sports nostalgia - celebrity-based and socialisation-based - affect loyalty to the Valentino Rossi brand (VR46) and intentions to attend future live sports events. Data (n = 230) was collected through an intercept survey during the "Gran Premio motociclistico di San Marino e della Riviera di Rimini 2022" event in September 2022. Results highlight the following key insights: Brand Love for Valentino Rossi significantly influences behavioural loyalty and triggers both forms of nostalgia. However, its impact on future intentions is not significant. Surprisingly, celebrity-based nostalgia exhibits an unexpected negative direct effect on loyalty. Conversely, socialisation-based nostalgia positively enhances future intentions.